Consumer Behaviour Group Influences on Consumers Ref Chapter

Consumer Behaviour Group Influences on Consumers (Ref. Chapter 6 and 7) Bangor Transfer Abroad Programme

Consumer Behaviour Group Influences include: • Primary Groups – family, friends • Secondary Groups – work groups, neighbours Bangor Transfer Abroad Programme

Consumer Behaviour Family The Household is the basic consumption unit for most consumer purchases More than one consumer involved in decision making Bangor Transfer Abroad Programme

Consumer Behaviour Family Purchases Family members can play different roles in decisions: • • • Initiator Information gatherer Influencer Decision – maker Purchaser Bangor Transfer Abroad Programme

Consumer Behaviour The Family Life Cycle Households go through distinct stages – based on composition of members of household Consumption patterns change at different stages Bangor Transfer Abroad Programme

Consumer Behaviour e. g. Young, single Young, married Middle aged - children Older, empty nest Bangor Transfer Abroad Programme

Consumer Behaviour Reference Groups A group whose perspectives or values are being used by an individual as the basis for their current behaviour Bangor Transfer Abroad Programme

e. g. Types of groups Consumer Behaviour • Consumption subculture- activity • groups • Brand Communities – Apple users • Virtual Communities – Internet groups Bangor Transfer Abroad Programme

Consumer Behaviour Reference Groups influence: • Information • Expectations • Identification Bangor Transfer Abroad Programme